We asked users about their most secret goals and we visualized them with famous Polish illustrators including Pawel Jonca, Katarzyna Bogucka and Bartosz Kossowski. Every illustration was published online, printed and sent to it’s owner. We did not only inspire people who got illustrations. Seeing other people dreams motivated consumers to define and reach for their own goals.

To promote the action, we engaged opinion leaders and celebrities. We found out what is important to them, drew their goals and sent them surprise-mail. They spontaneously announced our action in social media, reaching wide community with our message.

The biggest Polish news platforms picked up our action, resulting with over 700 000 users visiting our website. They posted 11 000 very personal and inspiring goals, 150 of them were printed and sent to the authors. Our Facebook fanpage gained 16 000 new likes. But what’s most important, we showed that art can inspire people to follow their desires. And that Ing Bank Slaski is a bank that motivates them to reach for what they want. A bank where it’s the people that count.

In Poland it wasn’t always colourful. But 25 years of transformation changed not only the economy, but also mentality of Poles. They expect more and more from life. Sometimes they only lack motivation to take a step forward. ING Bank Slaski decided to meet their needs and in 2014 introduced it’s new communication strategy „it’s the people that count”. The new positioning is focused on empowering and motivating people.

Our goal was to convince clients that this message is real and give them reason to believe that a bank institution is interested in clients' goals and needs, not their credit rating. But how can we motivate people over Internet?

Psychological research shows that visualisation of your goal lets you achieve it quicker. That’s why we created “Picture Your Goals”, the first campaign where world class artists illustrated oridinary people’s goals.